Spot Runner Enters Local Political Advertising Race

Michael Learmonth | March 26, 2008 1:14 PM

spotrunnerlogo.jpgSpot Runner's newest target for its low-cost, Web-based TV ad service: local politicians. The company has assembled a big-time roster of politicos for advice, including Sen. Bill Bradley, Democratic strategist Bob Schrum, and Republican consultants Mike Murphy and Dan Schnur.

How does it work? Spot Runner produced a bunch of stock ads in advance, in broad, hot-button categories, such as "Tough on Crime," "Immigration Border" and "Fundraiser-Change." Candidates change the voice-over and the subtitles, and voila -- a campaign ad. Spot Runner then targets based on voting district maps, demographics, or donor data, and books the ad on TV.

What's the point? A big part of the push is trying to reach candidates who never thought they'd be able to afford TV advertising. Candidates could get an ad created for between $500 and $2,000, and a two-week local campaign could start at as little as $2,500, well within the budgets of state and citywide candidates. Below, an example of a campaign ad cued up and ready to stir up voter ire:

campaignad.jpg

Related:
Bradford: Why I Left MSN For SpotRunner
Will WPP Buy SpotRunner?

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2 Comments

daveo said:
Brilliant! I love that they create ads on both sides of the issues. Now that's equal time... and twice as much potential revenue. If they sell to one candidate, the other will likely feel the need to repsond in kind... and Spotrunner is right there to help. Has the same production and media company ever served both parties in this way before, where their ads may be dueling against each other?
jenkins said:
You're all dreaming if you think these guys are generating any real revenues from TV ads. They recently launched a search marketing product. My guess is that this is to cover up the fact that their original idea is failing.

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